B2B Content Distribution Masterclass with Ross Simmonds

If a blog post is published but no one reads it, did it even make an impact? 

This is the existential crisis facing B2B marketers in the age of AI. With tools capable of churning out articles, social updates, and entire campaigns in seconds, the internet has become a digital landfill of mediocre content. 

This new reality creates a dangerous trap: as content becomes easier to produce, marketers feel pressure to create even more, intensifying their focus on the "content" part of their job title while neglecting what's now most critical. 

Back on the Attributed podcast for a second masterclass, Ross Simmonds, founder of Foundation and author of Create Once, Distribute Forever, shared his playbook for surviving the content apocalypse.

Keep reading for Ross’ content distribution masterclass, or listen to the entire conversation here. 

From Content Creation to Content Marketing

The fundamental problem with the current creation-obsessed approach, Ross argues, is a misunderstanding of the job itself. The work doesn’t end when you hit publish. 

We've forgotten that content marketing is a two-word industry. You have to market the content that you have created. We’ve fallen into this trap of content, content, content, instead of marketing the assets that we're producing. 

This reminder reframes the work: every piece of content must be viewed not as a finished product, but as a raw asset for a broader marketing campaign.

But even marketers who agree with this philosophy often hesitate to share their work more than once. The reason, Ross explains, is psychological.

Debunking the Myth of 'Over-Posting'

Ross explains that the reluctance to repost or repurpose often stems from a deep-seated fear of being “that guy”, the brand that spams its followers with the same message, and this fear is completely unfounded.

No one knows that you put up two posts a day, and nobody even cares in B2B. No one is sitting down thinking, I wonder if this company happened to share two pieces of content today.

Ross frames distribution as a simple math game. A single post might reach only 10% of your audience. A second post on a different day or time might reach another 10%, many of whom missed the first one entirely. 

Of course, the only way to know for sure is to content performance to pipeline. 

Maximizing your chances to connect is the primary goal; the fear of annoying a handful of followers is a distraction from real growth.

Distribute Content Where Your B2B Audience Really Lives

B2B has long been anchored to LinkedIn, but Ross argues that your audience doesn't clock out of their humanity when they leave the platform. 

The 'Onion' Concept for reaching buyers

Ross explains that even if a B2B buyer isn’t in a B2B mindset while scrolling, an interesting piece of content can still capture their attention.

He refers to this as the "onion concept": audiences have layers, and to reach them, you have to meet them where they are, whenever they are there.

This wider view of the internet is a core strategy for what Ross calls SERP domination. With Google’s SERPs now prominently featuring content from TikTok, Instagram, and YouTube, having a presence there is crucial for owning the conversation around your brand’s key terms.

Your B2B Strategy for Reddit

Perhaps his most urgent and actionable advice is to master Reddit. Ross noted it’s one of the most visited websites in the U.S. and a place where real business decisions are being made. 

Furthermore, as AI assistants increasingly rely on Reddit to gauge sentiment, your brand’s reputation there directly influences future buyers. His advice is to stop asking happy customers for reviews only on sites like G2 or Capterra. “Ask them to leave us a review on Reddit,” he urged. 

Find out more about Reddit for B2B marketers in this interview with Kris Wojcik.

Ross’ Playbook for Consistent Distribution

Sporadic acts of distribution will fail. Ross outlined how to turn one podcast episode into a month-long campaign through a 4-step distribution process:

Step 1: Atomize and Amplify Across Socials

Immediately after the content goes live, break the primary asset into its smallest valuable parts. Turn each question or key idea into its own short video clip, and share these across all your social platforms to create a wave of initial engagement and drive traffic back to the full piece.

Ross bets big on video because it builds human connection in a way that polished text struggles to achieve and creates a practical moat against the content theft and replication that has become rampant with AI, making your unique perspective harder to copy and paste.

Step 2: Transform the Format for New Platforms

Once the initial push is underway, repackage the content into entirely new formats. 

Use an AI tool to transcribe valuable segments and help you create a detailed blog post or checklist. This is where AI should be used not as a creator, but as an efficient amplifier of your original ideas.

Then post that summary directly into relevant Reddit communities to provide upfront value before linking to the full article. At the same time, strip the audio from the video and release it as a standalone episode on different podcast platforms.

Step 3: Nurture Your Internal and Owned Audiences

Turn your focus inward to audiences who are already engaged.

Announce the new content to your subscriber list. A few days later, resend the email with a new subject line to non-openers. Continue to reference the content in the P.S. section of future emails for long-term visibility.

Equip your sales team with the content, providing them with simple scripts to share it with leads as a valuable, non-salesy touchpoint.

Step 4: Extend the Lifecycle with Strategic Delays and Partnerships

Finally, keep the content alive long after its debut.

Wait a month before uploading the full video to YouTube. Use the "Premiere" feature to generate new excitement and treat it as a second launch event. Reach out to partners for paid sponsorships in their newsletters to tap into their audience.

Continue to manually share the content in niche Slack channels and Facebook groups where relevant conversations are happening.

Master One Channel Before Conquering All

For teams feeling overwhelmed, Ross' advice is to master one channel first. Don't try to do everything at once. 

Be great on LinkedIn, create content that resonates... and then after you have content-market fit on LinkedIn, you start to diversify.

Conclusion

In the end, the solution is simple. Stop focusing only on creating new content. Instead, build a smart, repeatable process for distributing what you already have. That is how you get your best ideas in front of the right people and make a real impact in a crowded market.

About the Speaker

Ross Simmonds is the founder of Foundation, a B2B content agency that helps companies from early-stage startups to enterprises build content marketing engines that drive results. He is also the bestselling author of Create Once, Distribute Forever. As a globally recognized keynote speaker, Ross helps organizations around the world develop and scale their marketing strategies.